Blame it on the rain or the dismal performance at the Asia Cup or simply aMap’s data collection, the India-Pakistan match inaugurating Holland Cup, has delivered disappointing numbers. The first match of the tri-nation series, according to aMap figures, reflect poor ratings performance and given the premium pricing, indeed a cause to worry for media planners and advertisers.
Beginning with numbers again, for the city of Mumbai, which records the highest of ratings as far as cricket is concerned, August 21 barely gives it any numbers. Dividing the match in half-hour intervals, the highest that is recorded for the CS 4+ comes at 3.4 at 10.00 pm. It is essentially around this period (8.30 pm to 10.30 pm), which throws any numbers for the match. Apart from these two hours, the match has delivered numbers ranging from 0.1 to 1.8.
“These are very surprising numbers,” says Divya Radhakrishnan, Head (Tata AoR), The MediaEdge, “May be the fact that the match started so late might have led to the loss of interest amongst the viewers. Also, they cut the number of overs to 33. These factors do make a difference.”
“The low from 5.00 pm to 7.00 pm is still understandable. People might have not known the match started,” shares Rajiv Gopinath, Media Director, Madison Media, “But after that the match should have picked up and that too decently.”
The planners draw attention to the fact that even during the Asia Cup final, the ratings thrown by aMap and TAM were very different. To give an indication of the difference, where TAM threw highs like 11.62 for the better part of the match for CS4+ in Mumbai, aMap, though garnering in the same period, didn’t cross 3.4.
“The difference between the numbers is substantial between both the data,” says Gopinath, “But even going by that benchmark, the numbers that we see now are not high enough. Even if the period that has delivered any numbers at all is taken, the numbers are seen only in three hours. These are very low numbers. There just might be some error with the data collection.”
“We have to see the TAM numbers to see how much has the match actually delivered,” adds Radhakrishnan, “These numbers are just too below expectations.”
aMap numbers have just increased the curiosity to see the TAM numbers. Planners still aren’t certain that an India-Pakistan match can throw numbers as low as these. As for the opinions on how the difference in TAM and aMap numbers are viewed, watch this space for more industry views on both sources.